AYA DESIGN Defies Conformity: Bold, Genderless Fashion Redefines London Fashion Week Runway
At London Fashion Week, Japanese label AYA Design, led by visionary Mineo Yamaguchi, delivered a powerful debut that left a lasting impression. With Revive Fashion Week as the platform, the collection fused avant-garde creativity, Japanese craftsmanship, and a modern, socially conscious ethos. Yamaguchi’s commitment to freedom, versatility, and social responsibility was evident throughout, with his bold, innovative designs emphasizing gender-neutrality and sustainability.
AYA Design: Elevating Japanese Fashion Heritage
AYA Design is synonymous with blending the rich heritage of Japonism with sleek, modern aesthetics. Yamaguchi draws heavily from Japanese street culture, mid-century design, and his early inspiration from Comme des Garçons. The brand’s DNA is rooted in minimalist sophistication, where architectural influences meet fluid, wearable art.
The London Fashion Week collection embraced the ethos of timeless fashion and freedom. Pieces were designed with versatility in mind—allowing wearers to modify them based on occasion or mood. One standout piece was a tailored jacket with oversized shoulder pads and detachable sleeves, embodying Yamaguchi’s desire to “transform body shapes through clothing.”
The Designer: Mineo Yamaguchi’s Vision for Empowerment
Yamaguchi’s journey to launching AYA Design stems from his early experiences in Japan’s vibrant street culture and his dissatisfaction with the conventional fashion industry. He recalls being inspired by Comme des Garçons, and later witnessing misconduct within the fashion world, which fueled his desire to establish his own brand.
“I wanted to create clothing that advocates for freedom,” Yamaguchi said.
This sense of empowerment runs through all of AYA Design’s collections, where the goal is to create fashion that transcends gender, race, and societal barriers. He also draws inspiration from the 1980s, a decade he grew up in, which he considers a time of "free and powerful moods."
Having built his foundation at a trading company, Yamaguchi developed a unique understanding of the business side of fashion while also grappling with the complexities of human nature. His holistic approach led him to emphasize ethical practices, ensuring that AYA Design supports fair trade and local industries in Japan.
The London Fashion Week Collection: Freedom, Versatility, and Inclusivity
AYA Design’s collection at London Fashion Week was a powerful statement of inclusivity, sustainability, and modern design. The show featured gender-neutral clothing with multi-functional designs that could be customized based on individual preferences. Sleeves could be removed, pants could be transformed, and pieces could be worn in a variety of ways, embodying Yamaguchi’s ethos of giving the wearer complete freedom.
“Our clothes are designed to be worn freely, regardless of gender or race,” Yamaguchi explained. This collection was heavily influenced by the 1980s Japonism he cherishes, blending traditional Japanese craftsmanship with modern silhouettes.
The collection also reflected Yamaguchi’s commitment to addressing social issues through fashion. He expressed discomfort with the way society often marginalizes minorities and emphasized how AYA Design seeks to empower individuals through clothing that defies norms. The designer believes that this loss of self-esteem drives social pressures, and fashion can be a tool to reclaim that lost sense of freedom.
Sustainability and Ethical Practices at the Core
Beyond aesthetics, AYA Design is committed to ethical and sustainable practices. All materials used in the collection are sourced from Japan and produced under fair trade conditions. Yamaguchi ensures that everything, from fabric to manufacturing, supports local industries and emphasizes a holistic approach to fashion, free from the greenwashing often seen in mainstream fashion brands. He advocates for an "ecosystem, not an ego-system," where sustainability addresses both environmental and social issues.
AYA Design’s future goals extend beyond creating beautiful clothes. Yamaguchi aims to establish factories outside Japan that not only produce fashion but also contribute to social welfare initiatives like child and elder care. He envisions AYA Design as a platform that uplifts local communities while fostering collaboration across borders.
Looking Ahead: AYA Design’s Future in Global Fashion
AYA Design’s debut at London Fashion Week marks the beginning of a new chapter in the brand’s journey. Yamaguchi is optimistic about expanding his brand to European and American fashion capitals, with plans for cross-cultural collaborations and social impact projects that build on AYA’s unique brand identity. “If our efforts are accepted by people in the fashion capitals of Europe and America, it will be a significant step forward,” Yamaguchi shared.
The future of AYA Design is one where creativity, sustainability, and inclusivity converge. As the brand continues to grow, Yamaguchi’s vision of empowering people through fashion and fostering positive social change will undoubtedly resonate with a global audience.
With his bold designs, innovative philosophy, and commitment to ethical practices, Yamaguchi and AYA Design have firmly established themselves as trailblazers to watch in the evolving landscape of global fashion.
